The LUMO is an interactive projector for kids. Working together with the creators of the LUMO, we wrote, produced, directed, and edited this promotional video for their Indiegogo campaign. Before this video came out, LUMO’s IndieGoGo campaign had stagnated at about $15,000 (far shorter than their modest $90,000 goal). They were able to rocket to $98,000 after our video was released. We created this version of the video, and many more iterations of the video were created and spread across Facebook, even years after the campaign ended.
Not many people can immediately picture an interactive projector, let alone imagine how their kids will engage with it or keep one in their home. So, we had to build a video that would quickly and simply demonstrate the LUMO, a product that didn’t yet exist.
Having worked with LUMO’s parent company for many years, we were already familiar with the challenges of shooting and editing projection (not washing out the surface, preventing scan lines, etc), so we focused more on:
- Creating good, realistic “product fiction”. Our client expressed concern about product fiction that misleads consumers, so we took care to make the product as close to the real experience.
- Telling a story. By demonstrating use of the product in the home with a relateable story, we were able to convince audiences that it was something they could use in their own homes.
Footage from this project has reached millions of viewers around the world.
When Facebook autoplayed this video on the feeds of those who saw the ad, they saw a birthday girl unwrapping her gift and holding it up. This shot immediately piques a viewer’s curiosity… What did this little girl get? What is that guy attaching to the wall? How is it lighting up the floor? Is that a game? The video’s clickthrough rate was fabulous.
Sixteen months later, the video resurfaced in a recut mix courtesy of Fatherly. They cut up various videos that we’d worked on with LUMO and made a kind of megamix with giant text across it explaining what the toy does. That video is currently at 42 million views.
We have learned a lot from watching Fatherly’s work, too. Because people are increasingly watching videos on silent, we have begun to focus more on text on screen. And we think that a good social media campaign will involve partnerships with companies like Fatherly to boost attention online.